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June 1, 1935


JAMA. 1935;104(22):2025-2026. doi:10.1001/jama.1935.02760220071042

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Dental Practice Acts: Legislative Prohibition of "Bait Advertising" Upheld.—  The plaintiff, a licensed dentist, sought to restrain the Oregon state board of dental examiners from revoking his license on the ground of unprofessional conduct. The trial court entered a decree of dismissal and the plaintiff appealed to the Supreme Court of Oregon.The provision of the dental practice act under which the board proposed to revoke the plaintiff's license defined "unprofessional conduct" as follows:"Advertising professional superiority or the performance of professional services in a superior manner; advertising prices for professional service; advertising by means of large display, glaring light signs, or containing as a part thereof the representation of a tooth, teeth, bridge work or any portion of the human head; employing or making use of advertising solicitors or free publicity press agents; or advertising any free dental work or free examination; or advertising to guarantee any dental service,

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